“GroupM and Nielsen have announced a new collaboration to create a new measurement service that will integrate media planning and measurement across TV and the web. Dubbed Nielsen Cross-Platform Campaign Ratings, will leverage the Nielsen Online Campaign Ratings service, as well as the company’s existing TV audience measurement capabilities, to provide GroupM clients with total and overlapped reach and frequency of their marketing campaigns. Per the agreement, the two companies will also partner to develop new measurement tools that extend beyond TV and online to other platforms. Execs from both companies reiterated the necessity of consistent measurement across multiple platforms in calculating total reach and frequency of a cross-platform campaign, something which they said has been previously unattainable due to TV and web measurement traditionally employing different tactics.”